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Welcome email generally gets 50% open rates. So there are two ways to get the most out of it i.e upselling them or starting a conversation.
Josh Spector of For The Interested's welcome email promoted various products and resources until he decided to cut it down and focus on starting a conversation instead. He asked how he could help, letting the subscriber know that he would respond to them personally. Then he offered advice and resources according to the content of their individual messages. Not only did people love the personal touch, but he learned a ton about his readers. As for all that stuff he had been promoting earlier, he created a landing page for it and included a single link in the email.
Tip: Prioritizing the relationship can pay dividends in the long-term.
Email marketing gives back an average of $44 for every $1 spent.
1 . Email builds the best relationships
Use email to SERVE your customers which organically will lead to SELLING to your customers.
According to Sprout Social, 64% of consumers want brands to connect with them.
2 . Email doesn't have a gate-keeper
On every other platform, there are gate-keepers and you have to pay to play and follow constantly changing guidelines. If you miss a beat, then you can lose engagement or get suspended (even banned). Whereas on email, the only "sort of" gatekeeper of email is ISPs and their spam filters. And you can avoid these gatekeepers by following some basic guidelines.
3 . All other channels redirect to email
4 . Email is extremely versatile
An email address goes from device to device, platform to platform and format to format... Capture it!
Email list is like your very own advertising platform (especially if you segment your list by interest and/or demographic)** where you can send what you want and target who you want for free... and email marketing only gets more flexible and versatile as you collect more and more audience data.
Old rules: Make, then sell, then grow.
New rules: Grow, then sell, then make.
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